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Belief and conviction play a crucial role in sales success. It is not just about having a great sales script, but truly believing in the product or service being sold. A lack of conviction can hinder sales performance, even with excellent training. Salespeople need to have a deep belief in what they are selling to transfer that conviction to prospects. Regular communication between the customer success and sales teams can help increase conviction levels. Sharing wins and success stories with the sales team helps them stay motivated and confident. Collecting testimonials and sharing them with the team also reinforces belief and conviction.